Apple Maps
The Map They Left Behind
Enhancing Apple Maps Public Transit Flow through Improved Information Hierarchy and Clear Route Instructions
Apple Maps
The Map They Left Behind
Enhancing Apple Maps Public Transit Flow through Improved Information Hierarchy and Clear Route Instructions
Methods
Methods
Field Research
Usability Test
Competitor Analysis
User Journey Map
Impact-Effort Matrix
Field Research
Usability Test
Competitor Analysis
User Journey Map
Impact-Effort Matrix
My Role
My Role
UX Researcher
Product Designer
UX Researcher
Product Designer
Duration
Duration
10 Days
10 Days
1
Introduction
I Noticed a Curious Pattern: Even Loyal Apple Users Avoid Apple Maps
It all began when I noticed an interesting pattern: many avid Apple users weren’t actually using Apple Maps. Despite being deeply invested in the Apple ecosystem for years, these users relied heavily on Google Maps for public transportation.
1
Introduction
I Noticed a Curious Pattern: Even Loyal Apple Users Avoid Apple Maps
It all began when I noticed an interesting pattern: many avid Apple users weren’t actually using Apple Maps. Despite being deeply invested in the Apple ecosystem for years, these users relied heavily on Google Maps for public transportation.
2
A Huge Unhappy User Base
Disappointed Users Gave Apple Maps an Overall Rating of 2.4 out of 5 on App Store!
Many negative reviews across platforms like Reddit and Twitter in field research, verified my initial assumption.
2
A Huge Unhappy User Base
Disappointed Users Gave Apple Maps an Overall Rating of 2.4 out of 5 on App Store!
Many negative reviews across platforms like Reddit and Twitter in field research, verified my initial assumption.
Adele
Is Apple Maps still as bad as it once was?...
Najat
ETA is mostly wrong, just checked the same route in two apps and Apple says 2 hours and the other is 40 min...
Rahil
I am still absolutely stunned at just how horrifically and basically unusably bad Apple Maps is...
3
Let’s Go Deep with the Evaluation
More Than One Step: The Entire Public Transit Flow Lacked Structure
Documenting the public transportation flow, led to categorization of pain points across three key stages.
3
Let’s Go Deep with the Evaluation
More Than One Step: The Entire Public Transit Flow Lacked Structure
Documenting the public transportation flow, led to categorization of pain points across three key stages.
4
How Users Interact
So Frustrating, User Quit Mid-Journey
In this in-person usability test, I observed both verbal and non-verbal reactions to assess emotional state, cognitive load, and task success.
Method
User Journey Map
Participants
3 Users
Prompts
5 Transit Tasks
4
How Users Interact
So Frustrating, User Quit Mid-Journey
In this in-person usability test, I observed both verbal and non-verbal reactions to assess emotional state, cognitive load, and task success.
Method
User Journey Map
Participants
3 Users
Prompts
5 Transit Tasks
What users revealed in conversations
5
Evaluation
Validating Assumptions Through Observation
Watching users and listening to their complains while interacting with public transportation feature helped me to evaluate initial assumptions.
5
Evaluation
Validating Assumptions Through Observation
Watching users and listening to their complains while interacting with public transportation feature helped me to evaluate initial assumptions.
6
Competitive Analysis
Google Maps Dominates the Market
Offering comprehensive UX flow in public transportation by Google Map made it the biggest competitor of Apple Maps and it takes only one time use to become an avid user of the public transportation feature.
6
Competitive Analysis
Google Maps Dominates the Market
Offering comprehensive UX flow in public transportation by Google Map made it the biggest competitor of Apple Maps and it takes only one time use to become an avid user of the public transportation feature.
1- To view public transit ETA, users must first tap the car icon-->switch to the train icon; adding unnecessary steps due to default vehicle preferences.
1- To view public transit ETA, users must first tap the car icon-->switch to the train icon; adding unnecessary steps due to default vehicle preferences.
2- No detailed timeframe provided.
2- No detailed timeframe provided.
1- Travel mode defaults to your last choice (e.g., driving or bus). To see other options, you must tap “Directions.”
1- Travel mode defaults to your last choice (e.g., driving or bus). To see other options, you must tap “Directions.”
2-Informs you of the next availability.
2-Informs you of the next availability.
3- Only icons are shown, users must tap each one to view and mentally compare ETAs.
3- Only icons are shown, users must tap each one to view and mentally compare ETAs.
4- Users can’t share directions, must resort to screenshots.
4- Users can’t share directions, must resort to screenshots.
3-Users can view all route options and ETAs at a glance.
3-Users can view all route options and ETAs at a glance.
4- Users can easily share routes; screenshots prompt a share suggestion.
4- Users can easily share routes; screenshots prompt a share suggestion.
5- Same route is repeated with different departure times, users must figure out the difference themselves.
5- Same route is repeated with different departure times, users must figure out the difference themselves.
5- All routes appear upfront; future schedules are accessible by tapping the departure time.
5- All routes appear upfront; future schedules are accessible by tapping the departure time.
6- UI fails to link walking and bus as parts of the journey.
6- UI fails to link walking and bus as parts of the journey.
7- Long instruction sentences.
7- Long instruction sentences.
8- The event order feels disorganized despite “Exit” emphasis.
8- The event order feels disorganized despite “Exit” emphasis.
6- UI builds confidence by marking the journey’s start with dashed dots.
6- UI builds confidence by marking the journey’s start with dashed dots.
7- Users know to take the vehicle without explicit instructions.
7- Users know to take the vehicle without explicit instructions.
8- Light hierarchy design lets users focus and discover as needed.
8- Light hierarchy design lets users focus and discover as needed.
7
Prioritization Matrix
Which Solutions Truly Matter?
According to our user’s needs -a tourist, a routine user and a local driver- I prioritized solutions based on their unique needs.
7
Prioritization Matrix
Which Solutions Truly Matter?
According to our user’s needs -a tourist, a routine user and a local driver- I prioritized solutions based on their unique needs.
8
Translating Insights into Design
Designed for Real Transit Behavior
I focused on fixing small, everyday frustrations like losing track of steps, getting confused mid-journey, or leaving the app to find answers. Every change was grounded in real user pain points uncovered through testing.
8
Translating Insights into Design
Designed for Real Transit Behavior
I focused on fixing small, everyday frustrations like losing track of steps, getting confused mid-journey, or leaving the app to find answers. Every change was grounded in real user pain points uncovered through testing.
Smarter Directions Access
Smarter Directions Access
ETA Preview for All Routes
ETA Preview for All Routes
Clear & Consistent Journey
Clear & Consistent Journey
Improved Text Readability
Improved Text Readability
9
Validating Solutions
Post-Design Testing
In follow-up sessions with the same three participants, %86 updates were met with positive feedback.
What users revealed in conversations about new designs
9
Validating Solutions
Post-Design Testing
In follow-up sessions with the same three participants, %86 updates were met with positive feedback.
10
Success Metrics
What success looks like
In the real world scenario, I would set these criteria as the key success metrics of the project.
10
Success Metrics
What success looks like
In the real world scenario, I would set these criteria as the key success metrics of the project.
Task Completion Rate
Task Completion Rate
% of users who successfully complete a public transit task (e.g., find ETA, follow directions).
% of users who successfully complete a public transit task (e.g., find ETA, follow directions).
Time on Task
Time on Task
Time it takes for users to identify and select a suitable route option.
Time it takes for users to identify and select a suitable route option.
User Retention
User Retention
Number of users who have a positive experience, leading them to return to Apple Maps for future transit needs.
Number of users who have a positive experience, leading them to return to Apple Maps for future transit needs.
As I conclude
As I conclude
This project reminded me that even industry giants like Apple can overlook critical UX details that deeply affect user experience. Small missteps in flow and hierarchy can create enough friction to drive users to competitors. But thoughtful, user-centered changes, even subtle ones, have the power to restore clarity, confidence, and loyalty.
This project reminded me that even industry giants like Apple can overlook critical UX details that deeply affect user experience. Small missteps in flow and hierarchy can create enough friction to drive users to competitors. But thoughtful, user-centered changes, even subtle ones, have the power to restore clarity, confidence, and loyalty.
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